PR: Unveiling the New Influencers

A great post from the guys over at PR 2.0 I wanted to share with you guys

Building a Bridge Between Brand and Markets

We’re paying attention to a-list bloggers, from technologists to moms to lifestyle to politics and everything in between and forgetting or ignoring the magic middle, those bloggers who actually inform and interact prospective customers.

We’re blindly jumping into social networks and engaging with the “avatars” tied to keywords instead of identifying and recruiting those who can help us create valuable, thriving communities that support the exchange of pertinent information.

Tastemakers and trendsetters are the new influencers, but their roles in affecting consumer behavior are not derivative of the Social Web. Instead, these tastemakers and trendsetters who individually contribute to a more influential public are now readily discoverable courtesy of the search boxes and APIs that facilitate their recognition within the communities of consequence. Social Networks, blogs, microblogs, and all other forms of people-powered platforms provide a looking glass into the interaction between consumers and also the ability to discern the level of authority each one possesses.

You’ve heard it time and time again; “People do business with people they like.”

While that’s true, they also spend money on products that help them do something that they couldn’t do before based on existing needs and desires or frustrations with current experiences. Therefore people are looking for answers, not necessarily friends. They’re seeking societies where they can learn, share, and contribute. And they’re using the tools, channels, and networks to connect with one another.

Listening counts for everything nowadays and it’s by and far the easiest step in embracing and ultimately leading the transition from an introverted organization into an extroverted, community-focused human network.

It sets the foundation to not only listen and respond on the front lines, but also it necessitates the modification of the entire infrastructure to adapt to the real world needs of customers and the insights they choose to share.

This is a privilege and an opportunity.

Jye Smith is currently Senior Vice President, Head of Strategy & Operations, Asia Pacific at Weber Shandwick. Ranked in B&Ts 30 Under 30, Jye a regular keynote speaker and workshop facilitator who specialises in digital and social media strategist.

There is 1 comment for this article